Iphone

From the results of the questionnaire, we found that 30% of the respondents will not choose iPhone as their next phone. We conducted a univariate analysis on the reasons for these people of not purchasing the iPhone in the future.

After categorizing the open ended responses, the reasons include: iPhone is too common, the price is too high, there are competitors who offer better substitutes, iPhone’s features are not good enough, and they are not in favor of Apple’s brand.

As we can see, the major reasons are the price, the features of iPhone, and it’s competitors, where Android is the most threatening one currently.

[For the price that is perceived as appropriate for an iPhone 4, over 80% of the respondents expressed that an appropriate price for them is below $5000. When Apple recently launched the new iPhone 4s, your company decided to lower the price of the 8GB iPhone 4 to 4288 in order to sustain sales of its older phone. However, from this graph, we can see that this price has yet to capture 59% of the smartphone users from our data.

So in the following part, we are going to illustrate the multivariate analysis, where we modeled the relationship between the current iPhone 4 user ratings of the iPhone’s major attributes and the overall rating of the phone, so as to investigate the areas of improvement to retain its current customers. And actually those attributues are consistent with the finding of the focus group

As we found from the univariate analysis and the focus group that the major reasons for the youth for not buying iphone include its features, we investigated the relationship between the iOS rating and its various features including the size and resolution of the screen, speed of processing, reliability, battery life, degree of personalization, Internet browsing speed, ease of learning how to use, amount of application, and price

Apart from the Apple’s current customers, we should also consider the attributes of current...